The holiday season is often called the most wonderful time of the year, but for retailers, it’s also the busiest. The pressure to compete for shoppers’ attention is never higher than in those few bustling weeks before Christmas. And with promotions from big-box and online retailers encouraging customers to start their shopping earlier each year, independent retailers must work even harder to pull shoppers into their stores.
This issue is filled with inspirational ideas that will help you make a splash this holiday season. For example, “Seasonal Sales and Promotions” (page 22) showcases several creative techniques dance retailers have used to attract gift-hungry shoppers—from a sale designed to keep customers returning to a store multiple times in a matter of days, to a magazine-style gift guide that helped shoppers see existing inventory in fresh ways. Plus, in this month’s Seen and Heard (page 36), several veteran retailers discuss their go-to moves for pulling in foot traffic during the holidays.
Since seasonal decor is such an essential component of creating an inviting atmosphere, we’ve highlighted four dance stores that have incorporated Christmas trees into their decor. In “Creative Christmas Trees” (page 32), we offer ways these iconic holiday symbols can be both seasonally appropriate and in keeping with stores’ larger mission to promote dance-specific sales. And, on page 34, Leslie Groves offers step-by-step instructions for three wintry window arrangements.
Finally, because getting customers to visit your store is just half the battle, “Jolly Good Gifts” (page 14) features products sure to please every dancer on shoppers’ lists.
Wishing you a season filled with profit and joy,